Avon: Building the World’s Premier Company, Essay Example

Introduction

Avon company has been in business for more than a century, given that it was founded in 1886. Before David Mc Connell renamed the company Avon, the company he created was selling books door to door to New York homes by salesmen. With over $10 billion in revenue, it’s evident that Avon Products is one of the world’s largest cosmetic corporations. Having been in the market for more than a century, the firm has been marketing its products using a direct selling model (Klepacki, 2016). The most significant fact about Avon company is that it has grown from a modest line of perfumes to one of the World’s leading brand cosmetics. With 5.4 million independent sales representatives, the company has reached its consumers across the globe. For many decades, it has branded itself as “Avon, the company for women,” indicating that it has dedicated itself to supporting women in beauty, financial independence, and health.

Product Target Market

In this case, the product I have selected for analysis is the ANEW Lash-Transforming Mascara and Serum. The company ensured it passes rigorous testing and independent studies reports after 8 weeks of continual use twice a day to show how effective this product is. This product is engineered with patent-pending Avon technology that helps condition lashes and strengthens Lash at the root (Avon Company, 2022). From the analysis of the product, it’s clear that it was made in a unique way that helps to thicken and lengthen lashes. Also, given that the company product targets women aged 25-50 years with below-average income households with traits of looking for beauty, it has ensured the product is improved to help condition lashes and strengthen them to avoid breakage. The primary target market is made up of the millennial generation who are average income earners, something that has made Avon company offers the product at an introductory price of $15. For several years, the primary target market for the Avon product has had makeup that is comfortable and gives beautiful eyelashes. This has made Avon improve this product by making sure it makes its products unique by introducing lash growing and thickening solutions for women who want fuller and longer lashes.

Product Branding and Position

When it comes to branding, Avon, a new lash-transforming Mascara, and Serum have been packaged in a simple but elegant way with a dual end brush of gold container at one end and Serum in a white container at the other. Having done a significant analysis of the product, it is clear that its packaging is excellent, and no need for changes. The product’s intended audience is women between 25-and 50 who are attracted to beauty. Through the product’s intended audience, Avon designed it attractively by making it sleek, appealing, and easy to carry in a purse (Racolta-Paina & Luncasu, 2014). Given that these products give Avon high returns on the make, it has the influence of ensuring that it is well promoted in the market to make it famous among the targeted consumers in the market. Also, the company has been focused on franchise marketing techniques to influence more sales of its products.

Product Competition

Although Avon has established its product well in the market, there are some dynamic competitions it has been experiencing from other brands. For example, different competitors have been focused on thickening and lengthening lashes in the mascara business. Rapid Lash is one of the product competitors that have been claiming to help thicken the appearance of and improve the condition of women’s lashes and brows in 4-6 weeks. Also, ActivLash is another product competitor that retails for $129 at the premium end of the market. To outshine the competitors in the market, Avon has ensured it uses different strategies, including promotion, to make its product achieve consumers’ trust in the market.

Product Strategies for Business Success

Avon company has been using different marketing strategies to achieve success in the market. For instance, the company has been focusing on the franchise technique, which is essential to market the ANEW mascara. The use of the franchise technique is effective for the company product because it already has an existing representative in the market who will help give the consumers the importance of the product through word of mouth and even distribute to different areas at a little marginal cost (Palade, 2011). The company has also set up a website mechanism that interested consumers are introduced to the product and knowing its detailed information. All company strategies have been focused on ensuring that it remains profitable and maintains competition in the market.

Recommendation for Longterm Success

For the long-term success of this product in the market, there are essential changes that Avon needs to enhance. For instance, the firm needs to improve the name of the products because it is cumbersome and, to some extent, can be difficult for consumers to remember. It is true that much of the product name is a descriptor; thus, it is important that the core brand for the product be “ANEW,” which is important because it will attract more consumers. Therefore, I can recommend that in order for the product to maintain its returns, Avon needs to replace the product name or replace it to improve the strength of the brand.

Conclusion

From the marketing analysis of Avon company, it is clear its overall marketing strategy is strong, but there are only some things it needs to improve because it may be losing appeal to its younger consumers. The traditional approach in the market seems to have served the company well in terms of sales and returns on investment, but changes in market dynamics have forced it to embrace technology. As with technological advancement, Avon has been able to promote ANEW products, which has helped attract more consumers to their product. Therefore, the change in market dynamics has made it effective for Avon company to change its tactics in the market, which has helped to grow its business effectively.

References

Avon Company, A. C. (2022, April 1). Avon anew lash transforming 2-in-1 Mascara & Serum – black – black. The Cosmetics Fairy. Retrieved April 28, 2022, from https://www.cosmeticsfairy

Klepacki, L. (2016). Avon: Building the World’s premier company for women. John Wiley & Sons.

Palade, A. (2011). Analysis of marketing mix on cosmetics products case study: Avon Company. Annals of the University of Petros?ani. Economics, 11, 233-244.

Racolta-Paina, N. D., & Luncasu, A. (2014). The sales force of multi-level marketing companies in the context of the marketing communications mix. Case study: Avon Cosmetics Romania. In The Proceedings of the International Conference” Marketing-from Information to Decision” (p. 185).